(The source: http://www.tealeafnation.com/2013/10/chinas-silly-war-on-starbucks-lattes/)

Background Information:

There are many worse things in the world than an overpriced latte, but China Central Television (CCTV), a state-owned media behemoth ran an Oct. 20 segment accusing the Seattle-based company of overcharging Chinese consumers.

Influence of this Incident: Nothing

The graph shown below is the stock of Starbucks.

One day after the accusing, on October 21st, the stock of Starbucks increased to ＄79.46.

The reason why Starbucks can get through this crisis so easily.

To start with, CCTV grossly underestimated Chinese people’s ability to distinguish real injustice from the manufactured variety. Compared with house, gasoline and healthcare insurance, coffee is not that particularly important. What CCTV really wanted to do is to let the public focus on coffee instead of the problems which are more urgent.

Moreover, the reasonable explanations made by CEO of Starbucks helped a lot. The CEO of Starbucks paid enough attention to this incident, and he made that explanation just one day later. He persuaded the consumers to accept the price by rational analysis, although the price is actually really high.

Finally, I think it is because of its brand. As a world-wide famous brand, it cannot be affected by any medias easily even it is a state-owned media behemoth.